Sveriges mest populära poddar

The Marketing Architects

Classic Brand Marketing with Chelsea Sumrow, First American Title and Insurance CMO

33 min • 8 oktober 2024
Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a revenue driver in a traditional B2B environment?

Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom line.

Topics covered: 
  • [05:00] Starting with purpose, not logo redesigns
  • [08:00] Building revenue attribution models in B2B
  • [11:00] Breaking out of "rinse and repeat" marketing
  • [13:00] Empowering teams to be good data storytellers
  • [16:00] Connecting upper funnel activity to bottom line results
  • [19:00] Using brand perception studies to drive strategy
  • [22:00] Why Chelsea loses it over marketing dashboards
  • [24:00] The value of moving from specialist to generalist roles 


 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter
 

Resources: 
2023 ResearchGate Article: https://www.researchgate.net/publication/370741969_EXPRESS_The_Achilles_Heel_of_Established_Brands_The_Effect_of_Brand_Age_on_Consumers'_Brand_Choice
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 
00:00 -00:00